NEWS24 May 2011

Research Now and Quantcast launch online ad assessment service

North America Technology

US— Research Now has launched a tool to measure the effectiveness of online advertising campaigns using its global opinion panels.

The new ADimension service combines Quantcast’s online measurement tool with feedback from Research Now panel members to provide “detailed demographic data of respondents” and their attitudes to online ads and promotions.

Research Now said that the service combines aggregated views of online advertising campaigns merged with feedback from its panel members. All panellists have agreed to have their data collected.

CEO Chris Havemann said: “Our ADimension technology has significant potential to improve the way online display advertising campaigns are evaluated, offering a superior methodology to incumbent products. This has only been made possible through bringing together the industry leading capabilities of Quantcast and Research Now.”

The new service is available in the US, UK, Germany, France, Canada, Australia and New Zealand.